Tourism Australia Kicks Off Tender Process For Creative Account

Tourism Australia Kicks Off Tender Process For Creative Account
SHARE
THIS



The pitch process for Tourism Australia’s coveted creative account is underway, as the organisation looks to review its longstanding brand platform.

According to a notice on the AusTender website, Tourism Australia is looking to partner with “a brand and creative agency partner to help evolve its brand strategy and creative direction, including being open to review the current longstanding ‘There’s Nothing Like Australia’ platform”.

The notice said the key objective of the partnership would be to develop a compelling and differentiated brand positioning to attract high-value travellers and a robust creative platform from which engaging global and local/regional campaigns can be developed.

“The creative platform will also serve to galvanise the tourism industry in Australia and inspire better marketing opportunities and creative solutions with our airline and distribution partners,” it said.

“The successful brand and creative agency will understand the challenges and opportunities inherent in the tourism category, specifically that there tends to be a distinct lack of variety in travel marketing communications.

“The ideal agency partner will be able to identify what has worked well for Australia (and the category) and why, as well as when and how to innovate to ensure a unique and differentiated brand and message that sets Australia apart.

As a brand that represents the national character of Australia to much of the world, the notice said it is important that an agency partner has a demonstrated understanding and affinity for contemporary Australia, it’s people and culture as much as understanding and insight into the target audience of high-value travellers in key markets.

“Given the complexities of Tourism Australia’s global footprint, one of its objectives will be to partner with a brand and creative ggency that can provide a tailored global agency operating model that represents an innovative and efficient approach to managing the account, developing insightful strategies, and impactful creative that can be produced efficiently and to a high degree of quality across all of our markets, specifically our core market ‘hubs’ of China, UK, US and Southeast Asia.

“Changes in the global creative industry in recent years has opened up a wider array of client/agency partnership models, and Tourism Australia is keen to explore new and mutually beneficial ways of working together.”

Clemenger BBDO is the incumbent for Tourism Australia’s creative account, having won it in 2013.

The closing date for agencies to show expressions of interest is on Monday 7 May at 10am, with a possible request for tender shortlist notification on Wednesday 13 June.

Please login with linkedin to comment

Tourism Australia

Latest News

ARN Takes Audio Academy Online
  • Media

ARN Takes Audio Academy Online

ARN’s successful Audio Academy program will now be offered online for clients at home, with the recent uptake seeing record registration rates. The Audio Academy program, now in its tenth year, was developed by ARN to support clients and agencies in their understanding of how audio works. By gaining this valuable insight into audio through […]

Skyscanner Inspires “Travel From Home” With #WeWill Campaign & Spotify Playlists
  • Campaigns

Skyscanner Inspires “Travel From Home” With #WeWill Campaign & Spotify Playlists

Research with travellers across the globe reveals that although there is an overwhelming sense of uncertainty as countries deal with the spread of COVID-19, there is also a great deal of optimism for the future. In fact, 60 per cent of Skyscanner travellers are optimistic they will be able to travel internationally later this year, […]

Effie Awards 2020 Rescheduled
  • Advertising

Effie Awards 2020 Rescheduled

The Communications Council today announced that the Effie Awards 2020 have been rescheduled to take account of the COVID-19 crisis. The Effie Awards Dinner and Presentation will now take place on Friday 30 October, dependent on the current restrictions on public gatherings being rolled back by that time. The Call For Entries deadline has been […]

How To Dominate Your Work From Home Plan
  • Opinion

How To Dominate Your Work From Home Plan

In this guest post Web Profits head of creative Katherine Chalhoub offers her advice on how you can dominate your WFH plan… The time has come. Working from home has become a necessity for many of us and recommended for the rest. Those of us who already carry our job with us everywhere we go […]

Opinion

by B&T Magazine

B&T Magazine
Quantium Taps Former Foxtel Boss Peter Tonagh As First Independent Non-Executive Chairman
  • Media

Quantium Taps Former Foxtel Boss Peter Tonagh As First Independent Non-Executive Chairman

Quantium has appointed former Foxtel CEO Peter Tonagh as its first independent non-executive chair. Quantium non-executive director and former chairman Tony Davis made the announcement. “I’m absolutely delighted to welcome Peter Tonagh to the Quantium board as our first independent non-exec Chairman,” Davis said on LinkedIn. “PT brings intellect, empathy and outstanding experience and will […]

by B&T Magazine

B&T Magazine
Optus Releases Animated Spot To Support ‘Donate Your Data’ Initiative
  • Media

Optus Releases Animated Spot To Support ‘Donate Your Data’ Initiative

Optus has partnered with Bear Meets Eagle on Fire to produce a new animated spot as part of the second installment of its ‘Donate Your Data’ initiative. The ongoing program, which allows anyone with the My Optus app to donate some of their unused data to kids all over Australia who might need it, kicked […]

Seven West Media: Where To From Here?
  • Media

Seven West Media: Where To From Here?

James Warburton now going through a Just For Men a week as his best Sheridan towels turn eerie grey colour.

by B&T Magazine

B&T Magazine
Snapchat Usage Reaches An All-Time High During COVID-19 Pandemic
  • Technology

Snapchat Usage Reaches An All-Time High During COVID-19 Pandemic

Like other social media apps and platforms, Snapchat has seen a spike in usage as a result of the COVID-19 outbreak. New data from parent company Snap reveals users are turning to the platform as a way to stay in touch with friends, exemplified by a 50 per cent increase in time spent on calls. […]

by B&T Magazine

B&T Magazine
Asics Unveils Latest Shoe Using VR
  • Technology

Asics Unveils Latest Shoe Using VR

Asics unveils latest shoes via VR that appear to be all orange. So may not colour coordinate for jaundice sufferers.

by B&T Magazine

B&T Magazine
Australian Podcast Ranker Launches ‘All-Australian Top 100’ Category
  • Media

Australian Podcast Ranker Launches ‘All-Australian Top 100’ Category

Today’s release of the latest Australian Podcast Ranker will include a new ‘All-Australian Top 100’ category, in addition to the main ‘Top 100’ list that has been regularly released since October 2019. The ‘All-Australian Top 100’ category list will be distributed on an ongoing basis alongside the principal ‘Top 100’ ranker. Last month, the ‘Top […]

Content Trends That Will Live Beyond 2020
  • Opinion

Content Trends That Will Live Beyond 2020

Here's a guide to content trends beyond 2020. And as you'll read, the mullet hairstyle & the devon scoble aren't on it.

Opinion

by B&T Magazine

B&T Magazine
G Squared Launches 24/7 COVID-19 Social Monitoring Service
  • Advertising

G Squared Launches 24/7 COVID-19 Social Monitoring Service

Digital agency G Squared has launched a 24/7 dedicated COVID-19 social monitoring service following a 400 per cent increase in brand mentions of its existing clients since tighter social and work restrictions came into force.  The independent Sydney agency, which six years ago started the first locally staffed 24 hour community management service, has established […]

With Nothing Else On, Advertisers Turn To… Zoom Backgrounds
  • Media
  • Technology

With Nothing Else On, Advertisers Turn To… Zoom Backgrounds

It’s fair to say that options are limited for advertisers at the moment. Live sport is a distant memory, movie cinemas are shut down and with everyone being encouraged to stay inside, outdoor advertising is all but redundant. But some are still finding creative ways to get their content in front of the eyeballs of […]

by B&T Magazine

B&T Magazine
Chasing Youth: How Pedestrian, Junkee & GOAT Stand Out In A Crowded Space
  • Media

Chasing Youth: How Pedestrian, Junkee & GOAT Stand Out In A Crowded Space

For advertisers and brands chasing younger eyeballs, it’s no surprise they’re turning to youth digital publishing and news sites to help. Millennials are more informed, curious and engaged with news and online content than ever before. This is not only good news for advertisers wanting to reach a uber-targeted audience but also good news for […]

by B&T Magazine

B&T Magazine
Close up of women's hands holding smartphone. Her watching sms, message, e-mail on mobile phone in coffee shop. Blurred background.
  • Media

Shutterstock Announces Footage Library Availability For Mobile

Shutterstock today announced its footage offering is now available for license on the customer iOS and Android applications in SD, HD, and 4K. With over 17 million videos in the collection, searching, saving and licensing footage content allows customers to create engaging video content from a mobile or tablet device. Mobile video advertising is growing […]

by B&T Magazine

B&T Magazine
Adobe Summit 2020 (Virtual) Wrap Up
  • Technology

Adobe Summit 2020 (Virtual) Wrap Up

Miss going to Adobe's annual Las Vegas summit? Enjoy the major announcements here while watching that Hangover movie.

by B&T Magazine

B&T Magazine